Yahoo and Future Facing Perspectives

Yahoo and Future Facing Perspectives

The Yahoo ‘announcement’ below via Yodel Ancedotal helps us illustrate how you can shift from a backward facing perspective, typical of business, marketing and operational perspectives, to one that is future facing.

Golden Necklace
Following a golden necklace as it flows into and through a repair depot helps us understand how we can switch from backward to future facing perspectives.
Initially the perspective of the wearer meets the perspective of the repairer.
Repair process flow options may be complex and determined by an initial repair inspection and adjusted after subsequent repair inspections as the necklace leaves one place in the repair depot and flows to another.  The initial repair inspection is at the perspective of the mountain and the others are in the valley.

Can we shift from a backward facing transactional perspective to a forward facing navigational perspective?

As the necklace enters a work center or a process hub it carries the stories of previous flow navigation and future options based on repair inspection probabilities.
This means that forward repair hubs have an early warning indicator of how future repair hub capacity may be impacted.

A Valley Perspective
It is possible to shift repairs to do the same work at different repair hubs helps plan work and balance capacity.

A Mountain Perspective

The forward repair stories are carried by the Necklace to each repair hub sequentially discarded as the Neclace repair proceeds towards completion regardless of the Valley inspection outcomes.

The Necklace follows the stories of previous repairs just like water in a stream.

Yahoo asks you to Declare Behaviours

“…But do you know what kind of Twitter user you are?…”

Yahoo asks you to Identify your Neuropersona affinities OR which behavioural masks feel comfortable to wear.
“…we’ve developed a Facebook quiz that acknowledges that there’s more than one side to each of us. In our Split Personality…”

Which Neuropersona Mask?

A behaviour declaration is another way to understand the mask worn.

“…* Matchmaker – You pass along lots of URLs to make sure everyone’s connected…”

OR cut to the chase,

“…you’ll answer ten multiple-choice questions to determine whether you’re more like Tiger Hilfiger, Galileo Cronkite or Bono Rockefeller (etc.). And then we’ll suggest websites to add to your Yahoo! Homepage that match your dueling passions. What’s your split personality?…” acts as a CONTENT or PRODUCT off-ramp to PERSONAE.

It aligns content or products to customers-more sales, more customers or both.

OR acts as a CONTENT or PRODUCT on-ramp for PERSONAE.

It aligns customers to content or products-easier or faster NAVIGATION or both.

Navigation is facilitated by stories, one word or more, and images.

Brilliant value is created by combining stories and numbers to facilitate navigation from two simultaneous perspectives.

The forward value created by navigation and process flows will be explored next time when we look at the story of Jewellery repair and FedEx.

What’s your social mojo?Posted: 13 Aug 2009 10:08 PM PDT As Twitter becomes more mainstream, everyone and their mother (and grandmother… and mayor… and daytime TV host) is trying their hand at the tweet. But what they might not realize is that how you use Twitter can say a lot about you.

In honor of our new Yahoo! Homepage, which was designed to be customized to reflect your true personality, we’ve launched a new tool that helps you analyze your social mojo. Just enter your Twitter username and our highly scientific pipe thingy goes to work to determine exactly what kind of Twitter persona you possess. You might be a:

  • § Headliner – You’re the star of the Twitterverse, have tons of followers, and have retweets the likes of Ashton Kutcher and Perez Hilton
  • § Crowd Pleaser – You use lots of hashtags and are in on all the hot conversations
  • § Cheerleader – Retweeting is how you roll
  • § B.F.F. – Your volume of @replies makes you everybody’s best bud
  • § Party Animal – With so many followers, you’re the life of the party
  • § Private Eye – Like any good investigator, you’re following a boatload of people
  • § Concierge – You live for links and sending people to the best stuff
  • § Word Whiz – You’re a natural wordsmith and make the most of your 140 characters
  • § Lone Wolf – You’re more of a low-profile type (some might even accuse you of lurking)
  • § Name Dropper – You use lots of @names when you tweet
  • § Matchmaker – You pass along lots of URLs to make sure everyone’s connected
  • § Wall Flower – You don’t tweet much but you’re still in on the party
  • § Novelist – You have a lot to say and tweet with a lot of characters to prove it
  • § Shadow – You follow lots of people like a good shadow would
  • § Scenester – If there’s a hashtag conversation happening, you’re there
  • § Tweethead – Your high number of retweets shows you like to spread the good stuff

And once you get your assessment, we suggest a number of related websites that you can add to your very own Yahoo! Homepage to help feed your mojo.

Give it a try —… and then tweet about it. (And be sure to follow us on Twitter — we’re a Concierge.)

Nicki Dugan
Blog Editor



Go to and ask us how Yahoo’s use of Neuropersona masks can help you!




One Neuropersona: Mardi Gras | Carnival Mask

Masks are simple ways to express to an audience the behaviours they might expect from its wearer or the person behind the mask.  We call the person and the mask a NEUROPERSONA.

It is important to note that a person can wear any mask at any time, as they desire.

We take time to understand Neuropersona behaviours so that we can serve the people behind the mask to get them to the content and products that they desire OR to help our customers get their content and products to the appropriate Neuropersonae.  This we do with different tools and techniques including

Mardi Gras | Carnival Mask

Originally uploaded by *Arielle*

A mask is a very simple way to represent a Neuropersona or a set of behaviours.

A persona can wear many masks during the day and the best way to serve the person is to accomodate the mask behaviours.


BING Neuropersona Search

Bing looks like a real advance though Microsoft appears to be dumbing down the press releases.

For anyone who has followed some of the work from Microsoft Research you will notice some prior work in Bing, including the airfair ‘best price’ functionality.  Bing acts like a concierge, based on group preferences and individual preferences that you may have exhibited in the past or inferred by Bing.

How is this done?  While we may never know the excact formulas or algorithms, here is a simple Neuropersona tool.

  • Understand Neuropersona behaviour patterns associated to Product and Customer pairs, like a shopping basket.
  • Determine which Neuropersona behaviours are closest to the Customers targeted by Product vendors.
  • Offer a ‘proximity choice’ to potential customers similar to the Price is Right approach–do you want door number 1 or door number 2 or door number 3?

It is in this way that the dynamic tabs and the choices behind them are created by Bing.

On the other hand why not let the prospective customer navigated a simpler way rather than the command and control technique employed by Bing?  I suspect this may eventually happen, but for now, this is what we guess.



Tokyo Auto Salon 2009: Toyota IQ

Toyota’s IQ ‘just fits’.

Brilliant car which appears to be designed by the work people do rather than engineers in Japan, USA or Italy.


Tokyo Auto Salon 2009: Toyota IQ   Originally uploaded by tsukubajin

Masks vs Buy Button

Is there a “Buy Button” and why do customes do something else when advertisers hit the Buy Buttton, again and again?

The ‘BuyButton Boys’ insist the brain has a ‘buy button’ that they can show you, for a fee.  Of course this is confusing as if this idea existed why would they tell you about it but rather use it themselves?  It is much harder to help people buy or help them understand how a product helps them accomodate their process, story and objectives.

Maybe the Buy Button shows you why people buy?  Well…probably not as the way people measure changes, quickly.

Command and control is a very comforting thought for marketers and their customers who want to minimize risk in oder to maximize ‘ROI’ or return on investment.  So lets’ look carefully at risk mitigation or risk reduction.

  • Customers buy your product to help them do something or accomodate a PROCESSES.
  • They have a STORY in mind, perhaps many, when they are looking for a way to get the job done.
  • Customers MEASURE what they are doing because they have limited time, money, energy….
  • Usually people have BRAND preferences, usually to minimize their own risk.
  • SOFTWARE helps people do the job or find the product to help them.


A Story Lens helps a marketer understand which story, process, software, brand and measures are important to a customer at one moment in time so that they can be offered the closed product value proposition.

Why is a mask better?

Masks trump buttons because people can remove one mask and wear another depending on the stories and processes important to them at one moment in time.

Masks provide perspectives, buttons claim to provide instant respose.

If you believe that your customer needs change and they have freedom to make choices then use masks to understand them.  On the other hand if you believe your customers are robots, look for their buy button.



Scent of Success

Unlike anything else scent creates an instant response, mood, story or action; and the emperor of scent is Luca Turin.

 A scent evokes a story and a story evokes behaviour.  See the very old link between No5 and myth.  No5 is coincidentally one of the most successful perfumes in history, and perfumes are the speciality of Luca Turin.



fMRI and Language Areas


Originally uploaded by Mr Gourmand

Cool image connecting different parts of the brain and language, though mechanics is one thing and predicting desire for Marketers is another.


Buyology, fMRI and Neuropersona

fMRI is sometimes seen like a ‘mind machine’ or rather as a tool that can tell us what people think. I think not.

It is simple enough to understand that many different things can cause the same parts of the brain to ‘light up’. To clearly show a picture of the subtle connections between products and people interesting to marketers or brains would have to be big, very big.

Our brains are multi-functional, they deal with complex things and more than occassionaly the same part of the brain would light up.

photoshop practice again  Originally uploaded by nats

See this post about the ‘simple’ sense of smell and then think about the idea that the nose can be simply fooled. Marketers will be fooled the same way. Or rather the companies that pay large fees.

There is a simpler way to understand the relationship between people and products; stories. While tools like fMRI can fill in parts of the puzzle they are seen as the ‘silver bullet’ or ‘easy button’.

fMRI will evolve, funded in mostly by those who chase the dream of the single certain answer rather than understanding freedom of will or even simple choice rules.


Mind Control with Mattel Mind Flex

Brain waves control the toy and may eventually help  understand the person behind a Neuropersona mask.


Mattel Mind Flex

Originally uploaded by Andrew Maiman

Market THIS

Why do we use the word NEURO?
Partially fad, partially truth, but mostly because the value of marketing is connecting stories of products to stories of buyers or consumers.

Does NeuroScience Marketing exist? No, it is a label, but PERSONAE act like they have DNA so NEURO fits here.  Marketing is also a label, it describes behaviours and this leads us to the value of Personae or different Persona.

A Persona is a mask that is made up of stories and processes that illustrate Persona behaviours, past, present or future. While a PERSON can many PERSONA masks,  a PERSONA mask doesn’t representing a person.

You can market to a mask and marketing to a mask means accomodating PERSONA BEHAVIOUR regardless of the PERSON behind the mask.  The PERSON behind the mask can remain anonymous and will respond to products that accomodate their behavioural needs.

Consider successful web sites and why they are constructed to accomodate Personae rather than marketing groups. Behaviours span groups and there is no better way to serve people than by letting them choose options to accomodate their behaviours.